Representation Analysis

Representation, or lack thereof, of women and different ethnicities is present in our every day lives. 

From the ads on our phones to the commercials on television, women have been incorrectly portrayed and often dehumanized as producers choose unrealistic expectations to constitute for the majority of females. By exclusively deciding to include women of one size, it creates a pressure and an ideology that one has to look a certain way in order to be socially accepted.This has negative effects towards the female audience who now hold themselves responsible for having to meet these social norms. In the AXE Body Spray Commercial, numerous women with the "perfect" body seem to run up to a single man. The women all looked the same with the variety of different color hair. This is terrible representation of what women realistically look like and can create degrading thoughts This subsequently leads to a lowered self esteem and in some cases eating disorders. All this and more due to the ignored concept that beauty is subjective and is not limited to one specific physical aspect. 

This concept additionally applies to the misrepresentation of different ethincities. Arabs and Asians, for example, are rarely represented. Although there has been some efforts to include them, often times directors fall into representing their stereotypes rather than the culture itself.The audience who views the films or commercials may be offended if what they see on film is not close to reality. However, the new H&M ad did a great job of successfully representing a multitude of races and ethnicities. This commercial will have a positive effect on the audience since it strives to show as much diversity and body positivity as possible.  

Genre Research: Fantasy

Genre Conventions for fantasy

Content:
The conventions used for the fantasy genre focus on the use of magic and fictional stories as well as elements of original magical creatures. It takes the audience to netherworld, fairy-tale places where events are unlikely to occur in real life. Fantasy films are often in the context of the imagination or dreams of a character or storyteller in the film. In most cases, the hero undergoes some sort of mystical experience and must seek help from a superhuman force.
EX: Avatar 

Avatar is the prefect example of a film falling under the fantasy genre. This new world that the characters see is a netherworld all in each person's mind. The use of original magical creatures created by the figment of their imaginations create a story relying heavily on the supernatural and thus making it fictional. 

Production Techniques:
Production techniques are used in the fantasy genre to capture the essence of the film and to be able to transmit the idea that the magical elements fit in with the narrative world. Mise-en-scene has a crucial role in achieving these goals. From the set design to the costumes used, this is a crucial element in making fantasy films whimsical. Heavy editing and special effects are used as well, especially the use of original sound effects and props. 
EX: Maleficent 

 

The mise-en-scene and special effects were the key contributors to this film's success in making it a fantasy. The costume design of the woman was specially made to create the idea of a different entity other than human living in the narrative world. The editing and special effects also came into play whenever Maleficent flew away or became angry. Without the editing she would not look like a magical creature with unique powers but instead a mere human playing dress up. 

Institutional:
Fantasy films are mainly targeted at families, teenagers and young adults. They are marketed in a way that the movie will either end in a predictable happy ending, or become a film series.

Additional Examples:

-Harry Potter series

-Willy Wonka and the Chocolate Factory

-the Nightmare before Christmas 

- The Wizard of OZ 

-ET